Peacock
Brand Evolution
Studio: loyalkaspar
I art directed an evolution to loyalkaspar’s visual identity for NBC’s streaming platform, Peacock. The challenge was to add tools for elevating the brand look when promoting dramatic content and films, as well as, address a number of optimizations the Peacock team had identified after 2 years of using the previous package. While we remained true to the colors and logo from the brand launch, across the board we introduced subtle dimensionality and gave the 6-dot ‘Spine’ a starring role in transitions and as an activator.
Creative Director: Daniel Dörnemann
Additional 3D Design/Animation: Michael Erla, Anthony Serraino
Additional Design/ Animation: Micah Hahn, Jim Read, Chetan Singh Kunwar
Logo Design: Beat Baudenbacher
Producer: Sarah Keshishian
Sound Design: You Too Can Woo
The biggest change from our 1.0 design package was to give yellow more prominence brand-wide. The peacock team also had a strong desire to elevate the look to a more premium feel, which led us to explore and eventually land on simple ‘lit’ colors as our new set of primary backplates.
Expanding from our lit backplates, I created a library of static backgrounds using the circle motif from the six dot ‘spine’. These backgrounds were used in digital designs as well as animated for the library and acquired promo packages.
